Defining, branding, and designing a social platform that contextualizes digital content within the real world, creating a unique and playful experience in the cross-section of the two.


The rapid emergence of mixed realities in every aspect of our day to day lives has caused an upheaval in the way we as designer and innovators view experiences in many areas. One such area is social interactions. AR and VR have the potential to have a profound impact on our social interactions, ushering in entirely new opportunities for creating, consuming, and sharing content. We were approached by a consortium of investors and entrepreneurs with a raw concept for an augmented reality social platform, which they had envisioned, and created a rough proof of concept prototype for, called Spotix.


Product Definition
Vision Deck
Branding Guidelines
Brand Assets
Preliminary UX Flow
Low-Fidelity Prototype
Light Usability Research Report
Competitive Analysis Report


1 year

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The goal was to define a clear and compelling narrative for Tag, making it easy to communicate the core of the platform and what is unique and attractive about it, then translate that vision into a coherent product definition, as well as a brand. We wanted to identify primary user flows and interactions, and a scope for the application. Our goal was to clarify what Tag is, and more importantly, what it is not.

We also wanted to position Tag in an increasingly crowded marketplace of AR applications, and identify a main target demographic for it.


We set about conducting a few activities in unison. We first immersed ourselves in the competitive landscape of relevant social platforms, as well as popular and groundbreaking AR applications, finding unique interactions, identity, and value propositions to each, as well as common grounds between them.

We used the proof of concept, Spotix, as a launching pad, conducting light usability studies with a diverse user group, distilling our findings into insights that would inform the branding and design process.

Our branding effort was deeply rooted in a clear audience identification, which was done through persona development, competitive analysis, user interviews and the insights gathered from the usability studies.


1st Action

2nd Action

3rd Action

Having defined the target demographic for using Tag, and having designed a compelling brand that reflected the narrative core of the platform, we developed detailed usage scenarios which we sketched out as narrative flows and eventually turned into low-fidelity prototypes. We used these prototypes to conduct further usability studies, finding broad opportunities and challenges to consider when performing the detailed application flow design.


We turned Tag from a kernel of an idea, into a clearly defined, attractively branded, highly unique platform concept, telling the story of what it is and who it is for, outlining a strategy for taking it forward, from concept development and initial interaction design to development and release. We have presented the concept on various forums internationally, including mixed reality focused conferences like VR Conference in Malmö. We are currently still involved in taking Tag forward, creating ARKit-based prototypes showcasing the primary user flows and continuing the iterations on the design.

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